75 percent of Germans say they probably won’t buy a Tesla.
Politics now shape how Germans view EV brands and buyers.
Domestic brands are gaining as Tesla’s appeal declines.
Tesla might be providing employment for thousands of Germans at its Berlin Gigafactory, but the nation’s car buyers have no interest in returning the favor by getting a Tesla of their own. A new survey suggests most Germans aren’t just hesitant about buying a Tesla, they’re actively swiping left on the idea.
According to research from the German Economic Institute, more than three quarters of Germans say buying a Tesla is off the table. Around 60 percent called it completely out of the question, while another 16 percent polled in the study said they probably wouldn’t buy one.
That’s not a minor wobble in brand appeal, it’s a serious collapse, and helps makes sense of Tesla’s 27 percent sales decline in Europe last year.
What makes it more awkward is that interest in electric cars in general is not the problem. According to DW, the same survey shows plenty of Germans are open to EVs, especially from domestic brands. Around one in five new cars sold there is fully electric and roughly 40 percent of those surveyed said they could imagine buying an electric car from a German brand.
Musk Is The Problem
Researchers point to Tesla boss Elon Musk as a big part of the story. His outspoken political positions, including voicing support for Germany’s far-right AfD party, and his association with President Trump, and by proxy, tariffs and US threats against Greenland and European security, have not exactly gone down smoothly with many German buyers.
Political views now play a major role in EV purchasing decisions in Germany, turning what used to be a tech and environmental choice into something that feels far more tribal.
Even groups you might expect to be more Tesla friendly aren’t rushing to sign order forms. Among supporters of Germany’s Green Party, who are generally enthusiastic about electric mobility, only one in 10 said they could imagine buying a Tesla.
On the other end of the political spectrum where AfD supporters live, enthusiasm for EVs overall is low, which drags Tesla interest down even further.
A Win For BMW And Mercedes
For German automakers, this looks like an unexpected gift. With Tesla stumbling in the court of public opinion, local brands suddenly have more room to sell their own electric models without having to wrestle with Silicon Valley star power. BMW’s new iX3 is one EV capitalizing on Tesla apathy. It’s nearly sold out for the year.
It is a reminder that in the EV era, software and charging speeds matter, but so does how people feel about the badge on the hood. But maybe Elon Musk doesn’t care, because he has his eyes on a bigger prize.
Having revolutionised the car market, Musk is going all in on robots and robotaxis, which have the potential to generate even more money for Tesla. Last month the CEO confirmed the Model X and S would be axed this spring to make way for Optimus robot production.
Standing on a platform at a Bahnhof or train station in Germany early one morning, watching students filter onto a regional train with backpacks slung over their shoulders, it struck me just how different pupil transportation is here compared to what I have spent most of my career studying and teaching in the U.S. No flashing lights. No crossing arms. No dedicated “school-only” environment. Just students, moving confidently and independently through a public transportation system designed to include them.
In Germany, pupil transportation is not treated as a specialized service owned and operated by schools. Instead, it is understood as a shared civic responsibility. One woven into the fabric of public infrastructure, reinforced by law, education and cultural expectations. The result is a system that looks radically different from the yellow-bus model most Americans know, yet functions with remarkable efficiency and safety.
One of the most noticeable differences I encountered was how heavily Germany relies on public transportation—known broadly as Öffentlicher Personennahverkehr (ÖPNV)—to move students. In cities and suburbs alike, students routinely use Linienbusse (city buses), Straßenbahnen (trams), U-Bahn and S-Bahn systems, and Regionalzüge (regional trains). These are not “student-only” vehicles. They are the same systems used by office workers, retirees and tourists.
Students who qualify for transportation assistance receive a Schülerticket or Jugendticket, subsidized or fully funded by local municipalities (Kommunen) or the federal states (Länder). In many regions, these passes are valid beyond school hours, reinforcing the idea that mobility is part of daily life—not a narrowly defined school function.
As I observed students navigating routes and transfers, it became clear that independence is not optional here. It is expected. Even younger students demonstrate a working knowledge of timetables (Fahrpläne), platform signage and transfer points. This competence does not appear by accident. Verkehrserziehung—traffic and transportation education—is introduced early in German schools and reinforced repeatedly as children grow.
The Differences of U.S. Yellow School Bus Transportation
Back home in the U.S., pupil transportation is far more centralized and tightly controlled. School districts typically operate or contract dedicated fleets governed by extensive regulations at both the federal and state levels. American school buses are marvels of passive safety engineering, built to protect students even in hostile traffic environments. However, this model also ties student mobility to specialized vehicles, specialized drivers and funding streams that are increasingly fragile.
In Germany, the focus shifts away from specialized vehicles and toward system-wide safety design. Around schools, I consistently saw Tempo-30-Zonen. Reduced speed zones enforced not just by signage, but by roadway narrowing, raised crosswalks and visual cues that force drivers to slow down. Fußgängerüberwege (pedestrian crossings) are clearly marked, well lit, and treated seriously by drivers.
Cycling infrastructure is another major pillar. Germany’s Radwege—dedicated bicycle lanes—are often physically separated from vehicle traffic, not merely painted lines on asphalt. Students cycling to school are not treated as anomalies. They are anticipated users of the transportation system.
In the U.S., safety strategies often compensate for infrastructure shortcomings by relying heavily on the school bus itself. Stop arms, flashing lights and strict loading procedures act as mobile safety zones. In Germany, safety is embedded into the environment long before a student ever steps onto a vehicle.
Walking and cycling to school are not fringe behaviors here, rather they are normalized. Younger students often walk together along designated Schulwege (school routes), sometimes participating in what Germans call a Laufbus, the equivalent of a “walking bus.” These routes are mapped, communicated to families, and designed to minimize risk exposure.
Older students routinely travel alone, whether on foot, by bike, or via public transit. While this level of independence might raise eyebrows in the U.S., in Germany it is viewed as a critical developmental step. Children are taught how to assess risk, not avoid it entirely.
Dedicated school buses—Schulbusse—do exist in Germany, primarily in rural regions where public transit coverage is limited. However, even these buses look different from their American counterparts. They are often standard coaches or city buses with minimal external markings. They lack stop arms or specialized lighting systems, reinforcing the notion that responsibility for student safety does not rest solely on the vehicle.
This difference is jarring for American professionals, but it reflects a deeper cultural expectation: All road users share responsibility for safety, and traffic laws are consistently enforced. German driver training standards are rigorous, and compliance with Verkehrsregeln (traffic rules) is culturally ingrained.
Special needs transportation further illustrates Germany’s integrated approach. Students with disabilities receive individualized transportation accommodations arranged through municipal authorities in coordination with social services, not solely through school systems. This may involve specialized vehicles, door-to-door service or escorted travel on public transit depending on need.
Accessibility is treated as a societal obligation rather than an educational exception. In the U.S., special education transportation is often managed almost entirely by school districts, adding complexity and cost to already strained systems. Germany distributes that responsibility across public institutions.
Perhaps the most important lesson I took from being in Germany is philosophical. The German pupil transportation system assumes that safety is created through design, education and accountability — not isolation. Students are not shielded from the transportation system. They are trained to function within it.
In the U.S., we often build systems designed to protect students from risk. Germany builds systems designed to reduce risk at its source. That difference matters. Especially as U.S. districts face driver shortages, rising costs and expanding safety mandates.
Germany’s model is not directly transferable to every American community. Many U.S. regions lack the density, transit infrastructure or legal frameworks to replicate it wholesale. Rural geography, suburban sprawl and fragmented governance present real challenges. But the value lies in the comparison.
By studying Germany’s use of ÖPNV, Schulwegplanung (school route planning), Verkehrserziehung, and integrated accessibility models, U.S. transportation leaders can identify concepts—not replicas—that may strengthen our own systems. Infrastructure investment, early safety education, shared responsibility, and multimodal planning all have a place in the American conversation.
Being in Germany reminded me that pupil transportation is not just about moving students. It is about shaping how young people engage with their communities. When transportation is treated as a shared civic responsibility rather than a standalone service, students gain more than a ride. They gain independence, situational awareness and confidence that extends far beyond the school day.
Watch for my next article in this series, where we travel “down under” to explore how Australia conducts pupil transportation.
Bret Brooks
Bret E. Brooks is the chief operating officer for Gray Ram Tactical, LLC, a Missouri-based international consulting and training firm specializing in transportation safety and security. He is a keynote speaker, author of multiple books and articles, and has trained audiences around the world. He can be reached at BretBrooks@GrayRamTacticalTraining.com.
Incentives range from €1,500 to €6,000 per eligible household.
Buyers earning under €45,000 may benefit from the new program.
Chinese brands are included in the subsidy with no import ban.
Not long ago, Germany made a sharp U-turn on electric vehicle incentives, pulling the plug on subsidies just as local automakers were counting on them to shore up faltering demand. Unsurprisingly, sales tanked. Now, the government is reversing course once again, preparing to reinstate a new subsidy program aimed at reviving interest in EVs.
The upcoming scheme will offer buyers between €1,500 ($1,742) and €6,000 ($7,000) in incentives, depending on the vehicle, household income, and family size. The total budget stands at €3 billion ($3.48 billion), enough to support around 800,000 vehicles under the plan.
No Barriers for Foreign EVs
Unlike some neighboring countries, Germany’s EV subsidy will be open to all manufacturers, including Chinese brands. According to Bloomberg, the government has confirmed it will not impose origin-based restrictions, with Environment Minister Carsten Schneider saying there’s no evidence of a flood of Chinese imports and that local brands are strong enough to compete.
Germany’s subsidies will be offered through 2029, and applications can be submitted retroactively to January 1, 2026. An online portal is scheduled to be launched in May to handle applications.
The program was first announced last October and has been designed to mostly benefit low- and middle-income households. Final terms are expected to be revealed later in the year.
A Reboot for EV Incentives
Germany previously ditched its EV incentives in late 2023 due to budgetary issues. This immediately triggered a 27 percent decline in EV sales in 2024.
There’s now a new government in power who are clearly eager to see the sales of electric cars rebound, even though the European Union did recently give car manufacturers a major reprieve in reversing the proposed 2035 ban on new cars with internal combustion engines.
In late last year, it was reported that the new incentive scheme would only provide subsidies for new EVs costing less than €45,000 ($52,300), but it’s unclear whether this cap has been confirmed. Additionally, it had been reported that only individuals earning less than €45,000 ($52,300) would be eligible.
Germany’s earlier EV incentive program, which ran from 2016 to 2023, distributed roughly €10 billion ($11.6 billion) in subsidies to buyers.
What Else Comes With the Package?
Alongside the new funding package, the program comes with additional efforts to support EV uptake, including a tax break for electric vehicles extended through 2035. Estimated to cost around €600 million (about $700 million) in forgone revenue, the move reflects the coalition’s backing for a slower, more flexible transition, even as the future of combustion engine bans remains under debate.
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